“Maxims

If you work harder and look more closely, there's always something you can whittle away. It's when you get to the essence of your idea that you'll have something to be proud of. 196

Blunt is Simplicity. Meandering is Complexity. 13

The simplest way isn't always the easiest. 2

You can't let yourself be talked into going along with something when you know there's something better. Ever. 15

Apple encourages big thinking but small everything else. 25

Simplicity's best friend: Small groups of smart people. 26

Great ideas travel with a degree of risk. 39

Just get rid of the crappy stuff and focus on the good stuff. ~ Steve Jobs's advice to Nike. 51

The less the merrier. 54

Simplicity never stands till. 70

To accomplish great things two things are needed: a plan, and not quite enough time. ~ Leonard Bernstein, 72

Aim realistically high. 72

Never stop moving. 73

As long as you've got new ideas to share, you are free to re-present the old ones. 110

Simplicity gains power through brevity. 133

Simplicity is in a hurry. 134

Simplicity has universal appeal. 161

It's really hard to design things by focus groups. A lot of times, people don't know what they want until you show it to them. ~ Steve Jobs, 164

Take advice, not orders. 166

So it must become your nature never to relent. You never want to come out even, because in this game a tie goes to Complexity. 192”